Search Engine Optimization (SEO)
Organic or natural search engine optimization (SEO) has changed significantly in recent years. In the past, SEO was dominated by technical tactics such as keyword research, optimizing title and headlines with keywords, keyword density and link building. While some of that is still important for on-page SEO, Google algorithms have evolved to where it tries to interpret the intent of the search, meaning searches are now more semantically based.
To better understand the complexities of SEO today, here are two quotes from highly respected outside experts.
“The loss of exact match keyword research data in AdWords will almost certainly affect how SEOs choose keywords and employ targeting (making both more difficult and broader).” – Rand Fishkin, founder and former CEO of Moz, co-author of books on SEO, and the co-founder of Inbound.org.
“Google will use more and more signals to determine ranking, and it will get harder and harder for SEOs to fully understand what those signals are, and how they interact.” – Eric Enge, the host of The Digital Marketing Excellence Show.
Organic SEO is not dead
It is a myth that organic SEO is no longer important because of social media. According to a recent report released by Brightedge, “Overwhelmingly, organic search trumps other traffic generators, driving 51% of all visitors for both B2B and B2C businesses.”
Our experience with industrial clients shows a similar trend, most of their traffic continues to come from organic search even for those who invest in pay-per-click (PPC) campaigns. The difference is that the focus today has shifted from just discovery optimization to combining discovery with conversion optimization.
Importance of mobile responsive websites
Google made a formal announcement about mobile responsive or mobile friendly websites. This is the first time that they have revealed the details of an upcoming algorithm update. Here’s their official announcement:
“Starting April 21, 2015 we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
All industrial websites redesign that we do, follow the current best practices of responsive web design (RWD).
Organic SEO as a subset of content marketing
Trying to game Google and search engines with SEO tricks for short-term gains has never worked. We have always believed in creating good content that is relevant for human readers first and let the search engines follow. That philosophy has served our industrial clients well. It has withstood all Google algorithm updates up to now and will continue to do so in the future. Human visitors convert into customers, search engine bots do not.
Bottom line – don’t ignore organic SEO but don’t get hung up on keyword rankings. Concentrate more on page performance for converting traffic into leads and customers.
That’s why we have made SEO as a part of our overall content marketing strategy rather than a stand-alone marketing service.
Read more about our industrial content marketing services »